Commerce Marketing: A Full Customer Data Journey

October 8, 20201:00-1:45pm ET

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Discussion Agenda

AdstrAct Discussion Series

• Opening remarks

• The Walled Garden Advantage

• Leveling Playing Field

• Q&A

9/24/20202

Scott GordonVice President –Partnership & SalesAdstra

Manish AhujaHead of Product –IdentityAdstra

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Commerce Marketing –What is it?

Commerce marketing is the processes associated with driving awareness and action toward a business that sells products or services. eCommerce marketing is doing so in a digital format.

Direct Mail Email Social Content Search

$45B

$3B$12B

$200B

$80B

Estimated US Marketing Spend by Media Channel

Adstra Estimates from: Statista, Forbes, Forrester, Brafton

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The Walled Garden Advantage

The core Commerce Walled Gardens control the bulk of commerce transactions ...

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The Walled Garden Advantage

These companies control the end-to-end process around commerce transactions. They can collect vast amount of data, in a privacy compliant manner, and put that data to work to improve the buying experience – and consequently sales.

Example: Amazon’s Fulfillment Process

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How Walled Gardens Collect & Process Data

Name

Postal

Phone

Emails

Cell

BrowserCookies

IPs

MAIDs

CTV

Loyalty# PurchasesOnline Signals

3P Data

ID Info

Data

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How Walled Gardens Put Data into Action

• Dynamic Content• Shopping

recommendations

• Targeted advertising

• Offer Analytics & Insights

• Media spend attribution

• ID Resolution• Account Log In• Cross platform

linkage

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The Walled Garden Advantage

and more recently, more Commerce Walled Gardens are emerging ...

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Core Breakdown: Identity & Data Orchestration

Name

Postal

Phone

Emails

Cell

BrowserCookies

IPs

MAIDs

CTV

Loyalty# PurchasesOnline Signals

3P Data

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Leveling The Playing Field

Interface with Customer across channels

Flexible Technology Orchestration Layer

Retailer Networks Sharing

Connection of Transactional Data

Depth of Customer Data

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Adding an Orchestration Layer

IP

3rd Party Pub

Cookie

MAID

CTV/OTT

Loyalty #

Cookie

EmailHash

ConsumerWealth

Window

HomeISP

Demo-graphics

Psycho-graphics

LifeStage

B2BPolitical

Name

Business

PhonePostal Email

RetailData

Device MetaData

Auto

Health

L2M ID

Segmenta-tion

System

Brand

Capabilities enabled

Display Activation

Partner file Matching

Audience Analytics

Media Attribution

Content Personalization

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Enabling Media Activation & Personalization

2

Adstra collects media impression data from Ad Server and other

partners

3

4

Adstra Digital ID Graph

DID1 DID2

DID3

DID1 DID2

DID3

Consumer

DID1 DID2

DID3

C1

Household

C2

Adstra Terrestrial ID Graph

C2

Consumer

C1

Household

Persistent Identifier

Adstra Web Servers

Adstra Data Processors

1

Adstra tags collect visitation data from

customer sites and apps

Adstra collects CTV File from TV Partner

Adstra collects CRM file from customer

5 6

7

Input data fed into Adstra Identity

Resolution EngineAdstra Identity

Mapping

MediaActivationPartner(s)

Primary Match Key(s) = Cookies, MAIDs, Email

Hash & IPs

Primary Match Key(s) = Cookies, MAIDs & IPs

Primary Match Key(s) = IPs

Primary Match Key(s) = Name & Postal, Email

• Cookies• MAIDs• IP Address• Email Hashes• CTV IDs• Adstra Link2Me IDs• KIA CRM IDs

Output Identifiers

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Enabling Media Measurement

2

Adstra collects media impression data from Ad Server and other

partners

3

4

Adstra Digital ID Graph

DID1 DID2

DID3

DID1 DID2

DID3

Consumer

DID1 DID2

DID3

C1

Household

C2

Adstra Terrestrial ID Graph

C2

Consumer

C1

Household

Persistent Identifier

Adstra Web Servers

Adstra Data Processors

1

Adstra tags collect visitation data from

customer sites and apps

Adstra collects CTV File from TV Partner

Adstra collects consumer file from

Demographic partner

6 7

8

Input data fed into Adstra Identity

Resolution EngineAdstra Identity

Mapping

ME Partners provide

metadata keyed to Adstra ID

Primary Match Key(s) = Cookies, MAIDs, Email

Hash & IPs

Primary Match Key(s) = Cookies, MAIDs & IPs

Primary Match Key(s) = IPs

Primary Match Key(s) = Name & Postal, Email

• Cookies• MAIDs• IP Address• Email Hashes• CTV IDs• Adstra Link2Me IDs• KIA CRM IDs

Output Identifiers

5

Primary Match Key(s) = Name & Postal, Email

Adstra collects CRM file from customer

• Ad Impressions file• ID mapping file for:

‐ digital campaigns‐ CTV/OTT campaigns‐ Demographics match‐ Customer CRM file

Adstra Demographics

Database

Or Other

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The Adstra Data Bureau

As a Data Bureau, our underlying platform is Scalable, Configurable and Portable into a client’s environment

ID Graph

Attributes

Analytics

Audience

Connected Audience Platform

• Persistency and validation at a person level

• Transforms one form of identity into any other

• Portable, secure and modular

• Enable data and identity activation in partner or clients’ own technology

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Thanks for your Time

Presented by Adstra9/24/2020

Questions

You can always reach us later @Connect@Adstradata.com or go toAdstradata.com to get the presentation

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